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professional services marketing

Bart Caylor

Recent Posts

How SEO can improve your online marketing

Posted by Bart Caylor on Thu, Jul 20, 2017

When it comes to online marketing, there are fewer things more shrouded in mystery than SEO (search engine optimisation). In this post, I want to pull away the curtain and show you how SEO for online marketers really works.

First of all, let’s begin with a quick definition. Search Engine Optimisation is the art and science of making your content visible and attractive to search engines like Google, Bing, or Yahoo! so that the people using them can find answers to the questions they’re going to the search engine to solve.

These search engines are made up of powerful networks of servers and complicated software that “crawls” from link to link, page to page, and media file to media file available on the Internet.

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Topics: Inbound marketing, imageseven, SEO, Communication, Marcom, Professional services marketing, PSM, Content marketing, Professional services

Does your firm's website need a complete overhaul?

Posted by Bart Caylor on Tue, May 16, 2017

Keeping your business website content dynamic and fresh is a big part of maintaining incoming traffic looking for answers that you can provide. But every now and then, you’ve got to consider the overall condition of your website because you just might need a website overhaul.

Sometimes, all you need is a few tweaks to get it back on track, but other times your business website needs a complete overhaul.

A complete website overhaul can give your digital marketing strategy a new lease on life.

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Topics: B2B, Inbound marketing, Website, imageseven, Branding, Communication, Online marketing, Marcom, Digital marketing, Professional services marketing, PSM, Content marketing, Professional services, design

Why social media analytics can improve your marketing results

Posted by Bart Caylor on Tue, May 02, 2017

Every day more firms are getting social in their marketing, but not everyone is getting the best ROI out of their social media strategy. But you can stand out from the crowd by using social media analytics to become more efficient and thereby optimise your social media efforts.

Sharpen your social media edge by determining your key metrics upfront, scheduling regular metric analysis, using social media management tools, and posting on sites where your audience already congregates.

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Topics: imageseven, Branding, Communication, Online marketing, Marcom, Professional services marketing, PSM, Professional services, Analytics

The ideal blog post frequency for your firm

Posted by Bart Caylor on Thu, Apr 27, 2017

If you want your blog to become the go-to source of information for your target audience, you must publish excellent content consistently. The quality of your content shows your expertise. The consistency of your content shows your trustworthiness.

You may know everything they need to know, but if you don’t deliver in a timely and consistent way, your audience will eventually leave you behind with all the other thousands of stagnant websites out there.

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Topics: Inbound marketing, imageseven, Communication, Strategy, Professional services marketing, Professional services, Blogging

Living out your business brand with effectiveness

Posted by Bart Caylor on Sat, Mar 04, 2017

Most online marketers know how to make bold claims about the features of their institution — but it’s the transcendent values your brand is claiming that need special attention. Are you living out your business brand?

Every day, your brand is making promises to your audience. Following through on these promises is crucial to maintaining trust in your organisation’s brand.

Of course, there are the obvious promises like the quality of your services, the intimate feel of your team-to-client ratio, and the “industry expert” testimonials.
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Topics: imageseven, Branding, Communication, Marcom, Professional services marketing, PSM, Content marketing

KPIs to measure your social media success

Posted by Bart Caylor on Wed, Dec 21, 2016

Far too often, uninformed goals are established for social media success, such as an arbitrary number of likes on Facebook or the number of tweets made during a specified time period. Using social media KPIs (key performance indicators) is a useful way to establish a common language for leadership and the marketing team to measure success in the social media strategy.

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Topics: Social media, imageseven, Communication, Social media management, Marcom, Social media marketing, Professional services marketing, PSM, Professional services

How to create an effective capital campaign for your firm

Posted by Bart Caylor on Wed, Nov 02, 2016

If fundraising were in the Olympics, capital campaigns would be like women’s gymnastics or men’s swimming. It’s the event everyone watches, the activity that gets all the attention.

Successful capital campaigns rely on a rock solid partnership between marketing and development.

Here are some key things to keep in mind to get the most out of your capital campaign marketing efforts.

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Topics: imageseven, Communication, Marcom, Professional services marketing, PSM, Professional services

Short and sweet: Web writing that converts

Posted by Bart Caylor on Fri, Aug 19, 2016

A visitor lands on your site. Your web writing has 15 seconds or less to convince them to hang around.

Fickle? Lazy? Distracted?

I’ve heard website visitors accused of all three. Truth is, your website visitor doesn’t fit any of those descriptions.

Oops, time’s up!

Still reading? Then, consider the way I’m writing to you now.

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Topics: Inbound marketing, Website, imageseven, Communication, Marcom, Digital marketing, Professional services marketing, PSM, Content marketing

The inbound marketing mistakes marketers are making

Posted by Bart Caylor on Tue, Jun 21, 2016

So you’re interested in inbound marketing for professional service firms?

And the headline has you intrigued? Good. 

The 11 biggest inbound marketing mistakes marketers are making are:

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Topics: Email marketing, Inbound marketing, imageseven, Communication, Marcom, Professional services marketing, PSM

6 ways to improve your firm's marketing personalisation

Posted by Bart Caylor on Tue, Apr 05, 2016

Today’s digital technology provides means to marketing personalisation that were unthinkable just a few years ago. From print technologies to digital options, here are a few to consider:

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Topics: Inbound marketing, imageseven, Communication, Marcom, Professional services marketing, PSM

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